Infographic: 'Whales' Account for 70% of In-App Purchase Revenue

Tapjoy identified five major ‘free-to-play personas:’ whales, dolphins and minnows, offer takers, risk-of-churn players and new players.


Personalized monetization platform Tapjoy has analyzed the spending and gameplay habits of free-to-play mobile gamers, and identified five major ‘free-to-play personas:’ whales, dolphins and minnows, offer takers, risk-of-churn players and new players.

Whales are a game’s top spending players, with the top 10 percent of an app’s spenders being responsible for 70 percent of its revenue from in-app purchases, and 59 percent of its total revenue. These whales make approximately 7.4 in-app purchases per month, for a median average revenue per paying user (ARPPU) of $335.

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